本研究透過研究品牌形象與來源國形象對現代消費者仇視的影響，以探討與購買意願間的關聯性。本研究透過文獻探討及網路資料收集後，完成問卷設計，透過 Google 網路問卷收集，有效樣本為301份。本研究之研究對象為社會大眾，包含各個年齡層使用的手機品牌作為研究對象。本研究採用敘述性統計分析、信度分析、獨立樣本t檢定、單因數變異數分析及迴歸分析來驗證研究結果。
本研究貢獻分為兩方面：政府以及企業方面。在政府方面，政府可以運用好的公共外交政策為我國傳播正面的形象，提升我國的品牌形象；在企業方面，消費者在購買產品時，比起來源國形象，更加重視品牌形象，所以想要吸引消費者購買產品，可以藉由讓產品功能性很強或質感很好、很耐用，讓消費者來購買我國之產品。
This study explores the relationship between the brand image and the image of the source country on the hatred of modern consumers to explore the relationship with the willingness to buy. Through the literature discussion and network data collection, the questionnaire design was completed and collected through the Google Network questionnaire. The effective sample was 301. The research object of this study is the public, including mobile phone brands used in all age groups as research objects. This study used narrative statistical analysis, reliability analysis, independent sample t-test, single-factor variance analysis and regression analysis to verify the results.
According to the results of this study:
1.The image of the country of origin and the brand image have a positive and significant impact.
2.The image of the country of origin does not affect consumer hatred.
3.Brand image does not affect consumer hatred.
4.Consumer hatred does not affect the willingness to purchase.
5.The image of the country of origin and the willingness to purchase have a positive and significant impact.
6.Brand image and purchase intention have positive and significant impact.
Through Research discussions and research limitations are also discussed in this study.
The research contribution is divided into two aspects: government and business. On the government side, the government can use a good public foreign policy to spread a positive image for our country and enhance its brand image. On the enterprise side, when consumers buy products, they pay more attention to the brand image than the image of the source country. Attracting consumers to buy products can make consumers buy products in our country by making them highly functional or very well in texture and durable.
